Digital Advertising Guide

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Purchasing Via Ad Exchanges

There are two methods for purchasing media through an ad exchange: a demand-side platform (DSP) or a trading desk.

Demand Side Platforms (DSP)

A demand-side platform is a technology vendor that uses a proprietary algorithm to read, score, and bid on impressions, in real time, for an advertiser within the ad exchanges. DSP vendors include:

[X+1]www.xplusone.net
ROCKET FUELwww.rocketfuel.com
NETMININGwww.netmining.com
INFLECTION POINT MEDIAwww.inflectionpointmedia.com
PULSEPOINTwww.contextweb.com
INVITE MEDIAwww.invitemedia.com
TRIGGITwww.triggit.com
CONVERSANTwww.conversantmedia.com
APPNEXUSwww.appnexus.com
RADIUM ONEwww.radiumone.com
SIMPLI.FIwww.simpli.fi
NETSHELTERwww.netshelter.com
Trading Desks

Trading desks are an agency's or holding company's department for dealing with DSPs. These agencies and holding companies partner with a DSP to license their algorithm to purchase inventory from the exchanges.

Whether working with a DSP or a trading desk, media buyers either contact the sales departments to secure inventory or use a self-service platform.

Page 24 of 73
 

Digital Advertising Guide

The Complete Guide for Today's Digital Marketer

Download Now
 

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